And of course, Happy Halloween from the Inside AdWords crew!
Friday, October 31, 2008
Happy Halloween (and a tip, too)
We know that many advertisers set up seasonal campaigns for specific holidays and occasions. Well, if you didn't set an end date for your Halloween campaign yet, here's a quick reminder to log in to your account and pause it. (You can always use it again next year.)
And of course, Happy Halloween from the Inside AdWords crew!
And of course, Happy Halloween from the Inside AdWords crew!
Thursday, October 30, 2008
Improvements to Ads Quality
We're always working on improvements that will help us show the most relevant ads to our searchers, and we're excited to tell you that we'll soon introduce two changes designed to enhance how we calculate Quality Score and rank ads. The first change helps better evaluate the precise quality of your ad - regardless of its position on the page. The second change improves how we promote ads to positions above the search results. Let's take a look at both of these changes in more detail.
More precise Quality Score calculation
Clickthrough rate (CTR) is the most significant component of Quality Score because it directly indicates which ads are most relevant to our searchers. As you probably have observed, ads in high positions typically earn better CTR than those in low positions, because ads in high positions are more visible to searchers. To calculate the most accurate Quality Scores, it's important that the influence of ad position on CTR be taken into account and removed from the Quality Score.
In the coming days, we'll update the portion of the Quality Score algorithm that accounts for ad position. This will result in more accurate Quality Scores, ensure that ads compete fairly for position based on their quality and bid, and enable Google to show the most relevant ads to searchers by rewarding high-quality advertisers with better ad positions.
Higher quality ads above the search results
We're also improving the way we determine which ads show in the yellow region above the search results. These positions are particularly valuable to advertisers because they are prominently positioned on the page. Given their prominence, it's especially important that these ads be high quality; we therefore place extra emphasis on quality when determining which ads to show in this location.
To appear above the search results, ads must meet a certain quality threshold. In the past, if the ad with the highest Ad Rank did not meet the quality threshold, we may not have shown any ads above the search results. With this update, we'll allow an ad that meets the quality threshold to appear above the search results even if it has to jump over other ads to do so. For instance, suppose the ad in position 1 on the right side of the page doesn't have a high enough Quality Score to appear above the search results, but the ad in position 2 does. It's now possible for the number 2 ad to jump over the number 1 ad and appear above the search results. This change ensures that quality plays an even more important role in determining the ads that show in those prominent positions.
Keep in mind that these enhancements may cause changes to your ad position, spend, and performance. We're launching these updates soon so that you'll have enough time to review your accounts and prepare for your holiday season advertising. While we don't believe that any immediate changes are needed on your part, we encourage you, as always, to watch your key metrics and to make adjustments as appropriate.
We'll post again once these changes are live.
More precise Quality Score calculation
Clickthrough rate (CTR) is the most significant component of Quality Score because it directly indicates which ads are most relevant to our searchers. As you probably have observed, ads in high positions typically earn better CTR than those in low positions, because ads in high positions are more visible to searchers. To calculate the most accurate Quality Scores, it's important that the influence of ad position on CTR be taken into account and removed from the Quality Score.
In the coming days, we'll update the portion of the Quality Score algorithm that accounts for ad position. This will result in more accurate Quality Scores, ensure that ads compete fairly for position based on their quality and bid, and enable Google to show the most relevant ads to searchers by rewarding high-quality advertisers with better ad positions.
Higher quality ads above the search results
We're also improving the way we determine which ads show in the yellow region above the search results. These positions are particularly valuable to advertisers because they are prominently positioned on the page. Given their prominence, it's especially important that these ads be high quality; we therefore place extra emphasis on quality when determining which ads to show in this location.
To appear above the search results, ads must meet a certain quality threshold. In the past, if the ad with the highest Ad Rank did not meet the quality threshold, we may not have shown any ads above the search results. With this update, we'll allow an ad that meets the quality threshold to appear above the search results even if it has to jump over other ads to do so. For instance, suppose the ad in position 1 on the right side of the page doesn't have a high enough Quality Score to appear above the search results, but the ad in position 2 does. It's now possible for the number 2 ad to jump over the number 1 ad and appear above the search results. This change ensures that quality plays an even more important role in determining the ads that show in those prominent positions.
Keep in mind that these enhancements may cause changes to your ad position, spend, and performance. We're launching these updates soon so that you'll have enough time to review your accounts and prepare for your holiday season advertising. While we don't believe that any immediate changes are needed on your part, we encourage you, as always, to watch your key metrics and to make adjustments as appropriate.
We'll post again once these changes are live.
Using Social Media to Understand Social Influence
Social media, or social networking as it is commonly known, is powerful beyond what anyone can imagine by looking at the surface of it. Those of you who have studied social networks can relate to this. Imagine being able to identify those who are opinion leaders, bridges between communities, leaders, and isolates, by looking at their social media behavior.
Social media is about influence and power. Who contacts you the most? How many people contact you? How central are you in your network? What are the topics of conversation in your network?
The metrics that can be derived from studying modern networking sites can be a goldmine for marketers. What are some applications?
The moral of the story is that there is a lot to come when it comes to network metrics.
The metrics that can be derived from studying modern networking sites can be a goldmine for marketers. What are some applications?
- Who is credit worthy?
- Who is an opinion leader?
- Who influences whom?
- What are topics about which different individuals influence others?
- The strenght of community bridges to pass ideas along to other communitities
The moral of the story is that there is a lot to come when it comes to network metrics.
Upcoming Seminars for Success
Want to attend an in-person training for AdWords or Analytics? Seminars for Success offers day-long trainings on AdWords and Analytics for all skill levels from Beginner to Advanced. If you want to get started next week, you can check out an AdWords seminar in Seattle and Adwords and Analytics seminars in Los Angeles.
And if you won't be in Seattle or Los Angeles next week, don't worry. In the coming months we'll also be offering Seminars for Success in the following cities:
AdWords
November 3: Los Angeles, CA - AdWords 301: Advanced
November 5: Seattle, WA - AdWords 301: Advanced
November 13-14: Philadelphia, PA - AdWords 101: Beginner, AdWords 201: Intermediate
November 17: Las Vegas, NV - AdWords 301: Advanced
December 1-2: Honolulu, HI - AdWords 101: Beginner, AdWords 201: Intermediate
December 2: Washington DC - AdWords 301: Advanced
December 4: Houston, TX - AdWords 301: Advanced
Analytics
November 5-6: Los Angeles, CA - Analytics: Introduction, Analytics: Advanced
December 8-9: Seattle, WA - Analytics: Introduction, Analytics: Advanced
December 8-9: Montreal, QC - Analytics: Introduction, Analytics: Advanced
Sign up for Seminars at least 7 days in advance and we'll even throw in a $50 AdWords credit (View the terms and conditions of advertising credits).
For more information about Seminars for Success, including registration details, course outlines, and past attendees' comments, please visit http://www.google.com/awseminars.
And if you won't be in Seattle or Los Angeles next week, don't worry. In the coming months we'll also be offering Seminars for Success in the following cities:
AdWords
November 3: Los Angeles, CA - AdWords 301: Advanced
November 5: Seattle, WA - AdWords 301: Advanced
November 13-14: Philadelphia, PA - AdWords 101: Beginner, AdWords 201: Intermediate
November 17: Las Vegas, NV - AdWords 301: Advanced
December 1-2: Honolulu, HI - AdWords 101: Beginner, AdWords 201: Intermediate
December 2: Washington DC - AdWords 301: Advanced
December 4: Houston, TX - AdWords 301: Advanced
Analytics
November 5-6: Los Angeles, CA - Analytics: Introduction, Analytics: Advanced
December 8-9: Seattle, WA - Analytics: Introduction, Analytics: Advanced
December 8-9: Montreal, QC - Analytics: Introduction, Analytics: Advanced
Sign up for Seminars at least 7 days in advance and we'll even throw in a $50 AdWords credit (View the terms and conditions of advertising credits).
For more information about Seminars for Success, including registration details, course outlines, and past attendees' comments, please visit http://www.google.com/awseminars.
Wednesday, October 29, 2008
Bringing Retail to Financial
I’m just brain stormin’ here.Last week, I saw an ad from Kmart advertising a forgotten concept … layaway!
Immediately, 3 things jumped to mind:
1. “Wow, they really have their finger on the pulse of the economy.”
2. “What in the world is so expensive at Kmart that you’d need layaway?”
3. “How can we bring this idea into the financial world?”
Layaway, a purchasing agreement by which a retailer agrees to hold merchandise secured by a deposit until the product price is paid in full by the customer, is an idea whose time may have returned.
Let’s face it, job loss may be up, foreclosures may be soaring, the stock market is a roller coaster ride with more downhills than up, and a recession may be imminent – if not already here – but we’re still Americans darn it! We still want more than we can afford. We still believe in buy it now and pay for it later.
Layaway is the perfect answer. Heck, you can even use layaway for online purchases now … just check out http://www.elayaway.com/.
OK, so how do we take advantage of this in our institutions?
LAYAWAY CDs
What if we offered a “Layaway CD” with a term of 3, 6 or 9 months (maybe a year if you feel lucky) where the customer can make regular deposits throughout the term but has a penalty for early withdrawal?
The CD is kinda like a layaway with interest. It has an end date goal … the customer can’t touch the money … and a CD offers what no layaway can – a fixed INTEREST RATE!
If a customer wants a big screen TV, for instance, but can’t afford it now and doesn’t want to add to their credit, they simply open a Layway CD and start putting money aside with the understanding that they can take that TV home in a few months.
What if we offered a “Layaway CD” with a term of 3, 6 or 9 months (maybe a year if you feel lucky) where the customer can make regular deposits throughout the term but has a penalty for early withdrawal?
The CD is kinda like a layaway with interest. It has an end date goal … the customer can’t touch the money … and a CD offers what no layaway can – a fixed INTEREST RATE!
If a customer wants a big screen TV, for instance, but can’t afford it now and doesn’t want to add to their credit, they simply open a Layway CD and start putting money aside with the understanding that they can take that TV home in a few months.
Maybe this will help spark an idea to help you differentiate your shop and provide a product that your customers don't even know they need yet.
Take care,
Eric
Tuesday, October 28, 2008
Clicks, conversions, and Christmas 2008
One of our favorite and most useful posts from last year was an in-depth look at cost-per-click behavior during the 2006 holiday season by none other than Google's Chief Economist, Hal Varian. In the post Hal explained how CPC's and CPA's (cost-per-actions) vary over time to affect advertisers' ROI.
This year we have two new posts about CPC's and holiday trends over at the newly launched Google Retail Advertising Blog, a great source of information tailored to the needs of retail advertisers. The first post is Hal's updated look at the new data from the 2007 holiday season. The second has some tips regarding scheduling and consumer behavior specifically for your campaigns this winter. Remember, it's never too early to start your holiday planning.
Monday, October 27, 2008
Trick or Treat....Your call!
Greetings....and Happy Halloween!
Well, we are 28 hours from the start of trick or treat and my kids are excited...well, they may be feeding off my excitement! I love trick or treat. The neighborhood is alive with activity, electricity is in the air with the excitement and you see parents and kids having a great time together. Oh, and the big benefit...CANDY!
For off of us bank and credit union marketers, it is coming closer to Trick or treat time, too. It might better be known as the Budget! It is entirely up to you to build a budget preparation process that turns a potential "nightmare" into a Treat for 2009.
It is undeniably a tough time in the banking industry...however, it is also a time to capture market share, show your strength and build a point of difference for your institution. Here are 5 Key Budget tips to get you going...
- Prepare competitive research on your marketplace (budgets and SWOT)
- Match your budget to the organization's strategy objectives
- Align your strategies with each business lines objectives and tactics
- Prepare your budget as a "better" and "best" -- one a visionary stretch
- Build an ROI for every major component of your budget
A bonus Key Tip is to talk with your CFO and understand the key areas of pressure that he/she predicts for 2009...margin pressure, lending pressure, stock pressure, etc...and build a set of strategies that directly attack those pressure areas!
Your 2009 budget does not have to be a nightmare of cuts, restrictions, and extreme uphill challenges. It's up to you to make it a "Treat" by being prepared, anticipate questions, build strategies to address organizational issues, and be prepared to demonstrate the positive monetary impact and exceptional use of capital that we all know marketing delivers!
Happy Halloween and here's to a TREAT for you in budgeting!
Cheers!
Bruce
Wednesday, October 22, 2008
More Enterprise-Class Features Added To Google Analytics
Over the past year, our team has been gathering a feature wish list from you, our customers. We also asked experts in the web analytics industry and listened to customers of other analytics tools to find out what additional functionality they would like to see added to Google Analytics to make it as powerful, flexible, and useful as a web analytics tool can be.
Today at the eMetrics Summit in Washington, D.C., after months of development and testing, Avinash Kaushik, our Analytics Evangelist, unveiled the new functionalities that represent a major upgrade to Google Analytics. With these features, gradually being released in beta in all accounts, you'll gain much richer insights into your website traffic, and it'll be even easier to discover, create, and access the metrics important to you.
They are (with more details below): Advanced Segmentation, Custom Reports, a data export API (private beta), integrated reporting for AdSense publishers (private beta), multi-dimensional data visualizations called "Motion Charts," and an updated user and administrative interface.
These are features that experts and enterprise-level customers demand, and they will be available and easy to use in your Google Analytics reports. Please see below for details on each new feature and the release schedule letting you know when you can expect to have access to them. Here is a screenshot showing you where in your reports you can find a few of the new features, with more screenshots, help center links, and video demos (also at this YouTube playlist) below.
Features being added to all accounts in the coming weeks:
If you don't already, you'll soon have access to these new features. Once you get a chance to use them, we invite you to discuss them and give us feedback in our user forum. We hope you'll find them useful and intuitive.
Today at the eMetrics Summit in Washington, D.C., after months of development and testing, Avinash Kaushik, our Analytics Evangelist, unveiled the new functionalities that represent a major upgrade to Google Analytics. With these features, gradually being released in beta in all accounts, you'll gain much richer insights into your website traffic, and it'll be even easier to discover, create, and access the metrics important to you.
They are (with more details below): Advanced Segmentation, Custom Reports, a data export API (private beta), integrated reporting for AdSense publishers (private beta), multi-dimensional data visualizations called "Motion Charts," and an updated user and administrative interface.
These are features that experts and enterprise-level customers demand, and they will be available and easy to use in your Google Analytics reports. Please see below for details on each new feature and the release schedule letting you know when you can expect to have access to them. Here is a screenshot showing you where in your reports you can find a few of the new features, with more screenshots, help center links, and video demos (also at this YouTube playlist) below.
Features being added to all accounts in the coming weeks:
Advanced Segmentation enables you to isolate and analyze subsets of your traffic. It is true on-the-fly segmentation of visits so that you can create powerful filters with a few mouse-clicks. Select from predefined custom segments such as "Paid Traffic" and "Visits with Conversions" or create new custom segments with a flexible, easy-to-use segment builder. Then, you can apply one or more of these segments to current or historical data, and even compare segment performance side by side in reports.
Learn how to create an advanced segment in the video below, and in this help center article:
*Also, Avinash has just posted a blog on how to use Advanced Segmentation which is a must-read to quickly learn how to take advantage of this powerful feature.
Custom Reports are reports you create, save, and edit to give you a specific view of your data. You can choose the information and metrics you want to see, organized in the way you want to see it, by using a drag and drop interface to populate an Analytics report. You can also create tabs if you want to see related data - similar to a "Goal Conversions" tab - in effect creating multiple levels of sub-reports.
Once created, each custom report is available for as long as you want it. Take a look at this quick start guide to Custom Reports and to see a demo, play this video:
Motion Charts add sophisticated multi-dimensional analysis to most Analytics reports. Select metrics for the x-axis, y-axis, bubble size, and bubble color and view how they interact over time.
By comparing metrics visually over time you can expose data relationships that would be difficult to see in traditional reports. Motion Charts will be available through a new "Visualize" button at the top of reports.
Take a look at this help center article and watch this video for more information:
(Note: if you're interesting in putting your own data in motion, you can also use a Motion Chart gadget in Google Spreadsheets or a visualization API.)
The New Account Management Dashboard makes it easier for you to manage and monitor your account by providing simpler navigation between accounts and profiles and displaying a dashboard of key performance metrics upfront upon login.
Meaningful data and clear visual cues (green is good, red is bad) help alert you to areas requiring more attention. We hope the new navigation, administrators' ability to rename accounts and profiles, and account/profile locator functionality will boost your efficiency and ease of account management. Learn more in this help center article.
Features currently in private beta, scheduled for a more gradual full release to all accounts:
Learn how to create an advanced segment in the video below, and in this help center article:
*Also, Avinash has just posted a blog on how to use Advanced Segmentation which is a must-read to quickly learn how to take advantage of this powerful feature.
Custom Reports are reports you create, save, and edit to give you a specific view of your data. You can choose the information and metrics you want to see, organized in the way you want to see it, by using a drag and drop interface to populate an Analytics report. You can also create tabs if you want to see related data - similar to a "Goal Conversions" tab - in effect creating multiple levels of sub-reports.
Once created, each custom report is available for as long as you want it. Take a look at this quick start guide to Custom Reports and to see a demo, play this video:
Motion Charts add sophisticated multi-dimensional analysis to most Analytics reports. Select metrics for the x-axis, y-axis, bubble size, and bubble color and view how they interact over time.
By comparing metrics visually over time you can expose data relationships that would be difficult to see in traditional reports. Motion Charts will be available through a new "Visualize" button at the top of reports.Take a look at this help center article and watch this video for more information:
(Note: if you're interesting in putting your own data in motion, you can also use a Motion Chart gadget in Google Spreadsheets or a visualization API.)
The New Account Management Dashboard makes it easier for you to manage and monitor your account by providing simpler navigation between accounts and profiles and displaying a dashboard of key performance metrics upfront upon login.
Meaningful data and clear visual cues (green is good, red is bad) help alert you to areas requiring more attention. We hope the new navigation, administrators' ability to rename accounts and profiles, and account/profile locator functionality will boost your efficiency and ease of account management. Learn more in this help center article.
The Data Export API enables you to create software programs and applications using all read-only report level data from Analytics. The data exported can be used in any number of ways, such as building custom dashboards, creating data visualizations or interfaces, performing offline analysis, and combining/mashing Analytics data with other data sources. The API will be a platform for developers to extend Analytics data in new and practical ways, as far as can be imagined and implemented.
Integrated Reporting with AdSense lets AdSense publishers see their revenue and impression data alongside their site traffic data in Analytics. Take a look at the AdSense blog for more details. This integration will give publishers even more metrics to help them measure visitor activity and the performance of ad units, as well as discover areas of revenue potential on their websites.
Learn how to link your AdSense account with a Google Analytics account, and for a glimpse at the new reports, take a look at this video:
Integrated Reporting with AdSense lets AdSense publishers see their revenue and impression data alongside their site traffic data in Analytics. Take a look at the AdSense blog for more details. This integration will give publishers even more metrics to help them measure visitor activity and the performance of ad units, as well as discover areas of revenue potential on their websites.
Learn how to link your AdSense account with a Google Analytics account, and for a glimpse at the new reports, take a look at this video:
If you don't already, you'll soon have access to these new features. Once you get a chance to use them, we invite you to discuss them and give us feedback in our user forum. We hope you'll find them useful and intuitive.
Doing more with less
I am guessing that a few of you (or more) have been asked to cut your budgets for 2009. So what are you going to give up? Do you have to give up anything? Can you maybe just take the slack out of the line and do more with less? ABSOLUTELY!
Let's make this blog short today...Here are some areas for you to review before you panic too much!
1. Take a look at your media buys. Do you invest in television spots? Are you getting enough airtime to really get noticed? Do you get premium spots or mid-day on TBS? If you aren't getting the airtime to make a difference, think about cutting here, or applying it to a media that will garner more exposure.
2. Donations. You all make them. But how many times a year do you donate to the United Way? Do your branches have a discretionary budget for market-specific donations? Are they all giving to one organization but at a lesser amount that will generate less publicity? What if you tighten those reigns a little and make one substantial donation (which may be less in total!).
3. Chotchkis. One of the greatest potential threat to your budget. You know those pens, pads, suckers, dog biscuits, mending kits and water bottles you buy to give to people (sometimes for no good reason)? I understand the concept of price breaks, don't get me wrong. But in TOTAL, you may pay less per pen, but have a bazillion more pens than you need and a higher bill to pay. Your staff does not need a scratch pad with the bank logo on it, and the dogs and kids will never miss the suckers (and neither will the owners/parents!). Take a good hard look at your inventory...think about a "just in time" inventory system rather than having things on hand. And you don't have a to have a new t-shirt for every parade your employees walk in!
4. Have everyone brush up on their people skills right now. You will be amazed at how far a smile will take you during tough times!
And remember to be extraordinary today!
Jenna
Let's make this blog short today...Here are some areas for you to review before you panic too much!
1. Take a look at your media buys. Do you invest in television spots? Are you getting enough airtime to really get noticed? Do you get premium spots or mid-day on TBS? If you aren't getting the airtime to make a difference, think about cutting here, or applying it to a media that will garner more exposure.
2. Donations. You all make them. But how many times a year do you donate to the United Way? Do your branches have a discretionary budget for market-specific donations? Are they all giving to one organization but at a lesser amount that will generate less publicity? What if you tighten those reigns a little and make one substantial donation (which may be less in total!).
3. Chotchkis. One of the greatest potential threat to your budget. You know those pens, pads, suckers, dog biscuits, mending kits and water bottles you buy to give to people (sometimes for no good reason)? I understand the concept of price breaks, don't get me wrong. But in TOTAL, you may pay less per pen, but have a bazillion more pens than you need and a higher bill to pay. Your staff does not need a scratch pad with the bank logo on it, and the dogs and kids will never miss the suckers (and neither will the owners/parents!). Take a good hard look at your inventory...think about a "just in time" inventory system rather than having things on hand. And you don't have a to have a new t-shirt for every parade your employees walk in!
4. Have everyone brush up on their people skills right now. You will be amazed at how far a smile will take you during tough times!
And remember to be extraordinary today!
Jenna
Tuesday, October 21, 2008
Slight Touch Up
Today, you may have noticed a little polish in your Google Analytics report interface . The layout is a little cleaner because we added some color consistency and contrast between sections in the interface so that it's easier to distinguish between the navigation on the upper left, the help areas below that, and the report itself. We also made the controls at the top of the report (email, export, etc.) a little easier to see and identify.
Overall, the appearance is a little less busy, the lines are a little cleaner, and the important areas hopefully stick out a little more, making Google Analytics even more appealing to use.
(click to enlarge)
Overall, the appearance is a little less busy, the lines are a little cleaner, and the important areas hopefully stick out a little more, making Google Analytics even more appealing to use.
(click to enlarge)Visit the Google Marketer's Playbook at ad:tech New York
The Google Marketer's Playbook is a series of educational talks where our experts discuss strategies for making the most of AdWords and other Google products such as Google Analytics and YouTube. You can attend the Google Marketer's Playbook and hear advice on topics such as optimization strategy, measurement and tracking, and increasing reach during the upcoming ad:tech digital marketing conferences.
The next session will be held at the 2008 ad:tech New York show November 3rd and 4th, and the talks are open to all exhibit hall pass holders. To obtain a free exhibit hall pass, visit www.ad-tech.com and click on the 'register' link next to the show you will be attending. Following the talks, attendees will be able to participate in live Q&A sessions with the experts.
The Google Marketer's Playbook at ad:tech San Francisco, Miami and Chicago have already passed, but you can watch recordings of the sessions in this YouTube playlist. These videos are also live on the Google Business Channel which also contains more presentations and webinars about Google's business products and advertising solutions.
The next session will be held at the 2008 ad:tech New York show November 3rd and 4th, and the talks are open to all exhibit hall pass holders. To obtain a free exhibit hall pass, visit www.ad-tech.com and click on the 'register' link next to the show you will be attending. Following the talks, attendees will be able to participate in live Q&A sessions with the experts.
The Google Marketer's Playbook at ad:tech San Francisco, Miami and Chicago have already passed, but you can watch recordings of the sessions in this YouTube playlist. These videos are also live on the Google Business Channel which also contains more presentations and webinars about Google's business products and advertising solutions.
Monday, October 20, 2008
Quick tip: Increase traffic with the Impression Share report
Recently, the AdWords Help Forum started posting weekly tips to help advertisers improve their campaigns. This got us thinking... why not share the love with our blog readers? In this spirit, we'll periodically share some of these tips and tricks with you, covering everything from new tools to optimization strategies.
Today, we'll start with unlocking the mystery behind why certain campaigns have low search traffic. First, it's helpful to understand the impression share of your ads. Impression share is a metric that represents the percentage of impressions your ad received out of the total available impressions in the market you're targeting. The Impression Share report, available through the Report Center, gives you insight into how you stack up against others in your industry, helping you make more effective changes to your campaigns and boost traffic.
With insight into potential traffic, you can make more informed decisions and get answers to question like:
- Do I have room to expand in my targeted market?
- Am I losing impressions due to low ad rank?
- Am I losing impressions due to a low budget?
- What's my impression share for the specific keywords I'm using?
Once you have an understanding of where you're missing out on potential traffic, the next step is improving your ads' impression share. So, before you start restructuring your whole account to increase traffic, get clued in by running an Impression Share report.
ALCO is not dog food (and other great survey responses!)
Q: What is an ESOP?
Survey Answer: A Greek who wrote a series of fables.
(Real asnwer: An Employee Stock Ownership Plan)
I am not trying to be either facetious or pretentious here. But these are some actual survey answers given by employees at my former bank when we did some internal testing of bank acronyms and product names to see if we ourselves knew what we were communicating to employees and customers.
The companion survey for customers resulted in an even more dismal response. It became apparent that the chosen few inside the bank had become so comfortable in our banking nomenclature that no one was clear what we were communicating. Even the new, exotic names we had given to some standard products were failing to connect to the customers because they lacked an educational component that was paramount to relating relevance to customer need.
Remember this. The Wall Street Journal is written for an 11th grade education. The New York Times for a 9th grade education. These newspapers never assume that the reader is up on all the acronyms that are used in everyday business and life. Or that the average reader knows what is meant things such as credit default swaps which has garnered much ink during the current financial crisis. They painstakingly educate the reader so that the articles have relevance to the lives of average Americans (who also happen to be your customers).
Others, such as Jim Cramer, host of Mad Money, use analogies to make their point. Last week, Cramer described a credit default swap this way: “It’s like taking out an insurance policy on someone that you are going to kill. And it’s all legal.”
We need to take a lesson from these newspapers and insure that all of our communications—direct mail letters, product literature, etc.—contains a modicum of education so that our customers can make an intelligent decision about the relevance of a particular product or service to a specific need.
This is an interesting time and one where Community Banks can gain incredible ground...if we use communications focused on stability, use words that create understanding and messages that create connections.
Cheers!
Nick Vaglio
Survey Answer: A Greek who wrote a series of fables.
(Real asnwer: An Employee Stock Ownership Plan)
I am not trying to be either facetious or pretentious here. But these are some actual survey answers given by employees at my former bank when we did some internal testing of bank acronyms and product names to see if we ourselves knew what we were communicating to employees and customers.
The companion survey for customers resulted in an even more dismal response. It became apparent that the chosen few inside the bank had become so comfortable in our banking nomenclature that no one was clear what we were communicating. Even the new, exotic names we had given to some standard products were failing to connect to the customers because they lacked an educational component that was paramount to relating relevance to customer need.
Remember this. The Wall Street Journal is written for an 11th grade education. The New York Times for a 9th grade education. These newspapers never assume that the reader is up on all the acronyms that are used in everyday business and life. Or that the average reader knows what is meant things such as credit default swaps which has garnered much ink during the current financial crisis. They painstakingly educate the reader so that the articles have relevance to the lives of average Americans (who also happen to be your customers).
Others, such as Jim Cramer, host of Mad Money, use analogies to make their point. Last week, Cramer described a credit default swap this way: “It’s like taking out an insurance policy on someone that you are going to kill. And it’s all legal.”
We need to take a lesson from these newspapers and insure that all of our communications—direct mail letters, product literature, etc.—contains a modicum of education so that our customers can make an intelligent decision about the relevance of a particular product or service to a specific need.
This is an interesting time and one where Community Banks can gain incredible ground...if we use communications focused on stability, use words that create understanding and messages that create connections.
Cheers!
Nick Vaglio
Friday, October 17, 2008
Tips and tools for maximizing holiday sales
For many of you the fourth quarter is the busiest and biggest season, and in this economy analytics are more important than ever. With holiday traffic starting in November and peaking in early-December, now is the time to make sure your site is in the best shape to maximize holiday traffic and revenue.
To help you better analyze your campaign performance, optimize your web pages, and drive even more traffic to your e-commerce site during this crucial time, we'd like to share some tip and tools you can use in Analytics and other Google products.
Use the Analytics Funnel Visualization report to improve conversions
- Learn how many shoppers drop out during each step of your shopping cart conversion process.
- Then, work on the steps that lose the most customers.
- Website Optimizer, our free testing tool, is a great way to improve those key pages.
- Find out where your most profitable customers are coming from, and direct your advertising dollars to target customers in those areas.
- Get data for region-specific keyword performance in your Analytics account.
- Create more targeted AdWords campaigns by region. Watch this video for a step-by-step demo.
- Google Product Search enables shoppers to search for and find products to buy online, and enables you to submit your products for free and target users shopping on Google. Google Product Search is currently available to merchants in the U.S., U.K., and Germany.
- If you've never used Google Product Search, you can start submitting your products using feeds you've already prepared for other shopping engines.
- Dai Pham, Google Analytics Team
Thursday, October 16, 2008
Reminder: Hands-On Google Analytics Training this Monday
This is a quick highlight on, and reminder to register for, Justin Cutroni's upcoming seminar at Emetrics DC this Monday, October 20 -- Google Conversion University . The seminar is a good idea for anyone who wants to get some hands-on exposure and training on efficient and practical data-driven marketing using free tools from Google, especially Google Analytics, but also Website Optimizer, Ad Planner, Insights for Search, and Webmaster Tools. The training will be geared towards the intermediate user, but both experts and beginners will profit from attending. And it will be led by one of the most knowledgeable, fun and engaging practitioners around - Justin Cutroni.
Justin is a Google Analytics Authorized Consultant from Epikone, and also the author of Google Analytics Shortcut. Also, he's a staunch Boston Red Sox fan who is probably biting his nails as I post this (the Red Sox are a baseball team in the playoffs, but are having a tough time against the Tampa Bay Rays). We're pulling for you Justin. Whatever happens to his favorite team, you can expect a fun and enriching day full of real world marketing concepts and techniques, including an examination of tracking and optimizing a site like www.redsox.com, with a look at site branding and keyword campaigns and the tracking needed to improve both.
The class will be small with a lot of hands-on training, and is relatively inexpensive at $295 for the day. Justin will be able to discuss and troubleshoot your own site and campaigns, as well as web analytics implementation and goals. To attend, simply register or modify your existing registration.
Justin is a Google Analytics Authorized Consultant from Epikone, and also the author of Google Analytics Shortcut. Also, he's a staunch Boston Red Sox fan who is probably biting his nails as I post this (the Red Sox are a baseball team in the playoffs, but are having a tough time against the Tampa Bay Rays). We're pulling for you Justin. Whatever happens to his favorite team, you can expect a fun and enriching day full of real world marketing concepts and techniques, including an examination of tracking and optimizing a site like www.redsox.com, with a look at site branding and keyword campaigns and the tracking needed to improve both.
The class will be small with a lot of hands-on training, and is relatively inexpensive at $295 for the day. Justin will be able to discuss and troubleshoot your own site and campaigns, as well as web analytics implementation and goals. To attend, simply register or modify your existing registration.
Separate metrics for Google and search partners are now available
We're happy to let you know that we've changed the way your Campaign Summary and Ad Group Summary pages present statistics in order to give you additional level of detail into your campaign performance. Previously, these pages divided statistics into two categories: search, which included Google and search partners, and the content network.
(Click the image for a full-size version)
Now, we show one set of statistics for Google and another set aggregating search partner performance. Search partners include AOL, Ask.com, and many other search sites around the web. You can view ad group or campaign performance at a summary level, or broken down by different combinations of Google, our search partners, and our content network. Additionally, separate Google and aggregate search partner statistics will soon be available in the Report Center.
(Click the image for a full-size version)We hope that this additional level of detail will help you better achieve your advertising goals.
For more information, please visit this entry in the AdWords Help Center.
Google TV Ads Announces New Partnerships
Today, we announced two strategic partnerships that will make it easier for advertisers to manage their Google TV Ads media buys within their existing systems.
For advertisers who use CoreDirect, our partnership with COREMedia Systems will allow you to view your Google TV Ads sales and response data next to your other media buys and results within CoreDirect.
In addition, our partnership with Harris Corporation will help make more inventory available to Google TV Ads advertisers, helping them expand their reach to more potential customers.
For the latest news from Google TV Ads, please see the announcements on our Traditional Media blog.
For advertisers who use CoreDirect, our partnership with COREMedia Systems will allow you to view your Google TV Ads sales and response data next to your other media buys and results within CoreDirect.
In addition, our partnership with Harris Corporation will help make more inventory available to Google TV Ads advertisers, helping them expand their reach to more potential customers.
For the latest news from Google TV Ads, please see the announcements on our Traditional Media blog.
Wednesday, October 15, 2008
Build your own display ads in minutes
Today we released the AdWords display ad builder, which lets you create professional-looking display ads in AdWords without needing to hire a designer or start from scratch. If you've wanted to expand beyond your text ad campaigns, or if you've been looking for an easier way to build display ads, this tool can help.
This new tool lets you create customized display ads with your own text, images, and logo. You can also change colors and backgrounds. The tool can create ads to fit all possible placements across the Google content network, including video and game placements. The display ad builder is available now to all advertisers in the U.S. and Canada.
We've also put together a short video demonstrating how to create your first ad:
And for a more detailed look you can watch a longer tutorial.
To start creating your ads, click Display Ad Builder on the Create an ad page within a new or existing campaign in your AdWords account. If you want to learn more about creating and running display ads, visit the new Display Ads 101 tutorial. As we continue adding new templates and features to the tool, we're want your feedback. Please let us know what would make the display ad builder better for you.
Posted by Trevor Claiborne, Inside AdWords crew
AdWords system maintenance on October 18th
On Saturday, October 18th, 2008 the AdWords system will be unavailable from approximately 10AM to 2PM PDT, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.
AdWords system maintenance typically occurs on the second Saturday of each month from 10AM to 2PM PDT with this week's maintenance being an exception.
We'll continue to update you via the blog as we always have, but please make note of the October 18th date and our scheduled maintenance further down the road.
Tuesday, October 14, 2008
Conversion University at Emetrics DC Next Week
We're attending Emetrics DC again this year, where we've made a lot of announcements in the past, including the launch of Website Optimizer two years ago. We love this conference because it's aimed at people interested in web analytics and testing, and it brings together the power users and thought leaders in the industry including many members of the Web Analytics Association.
This year promises to be just as exciting - make sure not to miss our presentation on Wednesday October 22, What's New With Google Analytics. We're also sponsoring a few enriching events, such as:
presented by Google Analytics and Justin Cutroni
Monday, October 20
Come for a full day of training on intermediate and advanced implementation of Google Analytics delivered by Google Analytics Authorized Consultant Justin Cutroni from Epikone.
Justin will cover all the basics, including the reporting interface, and will get in-depth on campaign tracking, goal, funnel and filter set up, and e-commerce tracking. He'll also discuss using Google Analytics data to take action and optimize your online marketing efforts and your website. Then he'll touch on other Google tools you should try using, such as Website Optimizer, Ad Planner, Insights for Search, and Webmaster Tools.
To attend, simply register or modify your existing registration and pay only $295 for the entire day.
To attend, simply register or modify your existing registration and pay only $295 for the entire day.
Website Optimizer Author Free Book Signings
Landing page testing is becoming an increasingly popular part of website refinement, helping business owners stop the guesswork over what design elements, copy and calls to action work best. Instead, test two or more versions and see which one works best based on your traffic and conversions. We'll be promoting two excellent books on A/B and multivariate web-page testing:- Always Be Testing, by Bryan Eisenberg from FutureNow
- Landing Page Optimization, by Tim Ash from SiteTuners
Bryan will be signing and giving away copies of his book after his 11am session on testing at the Google Analytics/Website Optimizer booth on Wednesday, October 22. Later in the day both Tim and Bryan will be signing and giving away their books after the 3pm panel on multivariate testing also at our booth, Then on Friday, October 24th, Tim Ash will be signing and giving away his book after his Landing Page Testing workshop.
Don't Lose Focus
Insurance \in-ˈshu r-ən(t)s\ n: coverage whereby one party undertakes to indemnify or guarantee another against loss by a specified contingency or peril
We are definitely facing specific "contingency and peril" lately. Help guarantee you won’t lose market share.
Adding to an already crazy bank marketing existence, the recent “bail out” plan increased the FDIC and NCUA insurance maximum from $100,000 to $250,000 for deposits. It’s understandable that we need to communicate this important message to our customers, but should it be our main message?
The key to marketing is still differentiation, and when I look around, nearly everyone is either FDIC or NCUA insured.
When you talk stability and security, focus on what differentiates your institution:
- Have you been in the market longer than the competition?
- How does your institution DEMONSTRATE that you’re a pillar of the community? Do you help build local business? Do you donate a newsworthy amount to local charity? Have you helped keep neighbors in their homes? Have you helped finance a life-saving surgery?
- Are you the market share leader? If so, you can make a case that you’re the “most trusted.” If you’re not the market share leader, what do you do better than the leader?
- Find an evangelist – you know, that customer or member who loves everything you do – and create a testimonial. You’ll strengthen your relationship with the customer and have a more compelling story to tell.
Be creative, talk to your front-line staff – they have stories. But in the end, don’t lose focus on what really differentiates your institution.
Take care,
Eric
Monday, October 13, 2008
Short-term Memory....loss? Or gain!!!!
Greetings...
Today is Columbus Day and most of you are hopefully spending time with your kids, doing some early shopping for Christmas, or just enjoying the bank being closed!
I am taking today off...and enjoying every moment of it, too!
However, this past weekend was a little rough. You see my son is a 9th grader and starts on offense and defense for his High School freshman football team. On Thursday night, they had the biggest game of the year...the annual battle with our rival Centerville! He was so excited for the game...he could hardly stand it. And now he hardly remembers it...
On the 1st defensive series, he got hit in the head with a knee...and he saw stars! He didn't tell anyone and stayed in the game. Later in the 1st quarter, he hit helmet to helmet with a running back (great tackle) but rung his bell again! Watching him in the stands, I could tell he looked a little woozy, but I thought the trainers are right there...they will say something is he is too bad!
Well...after the game (we lost 48-30) he walked off the field and I met him at the gate...he walked with a tilt and had glassy eyes! No one ever said anything...and he was obviously not thinking clearly! He played the whole game with a severe concussion!
He is on the track to clearing the cobwebs and is in on "brain rest"....(sounds like what I need!) and will be OK. It just will take some time to get back to his baseline, which we know because the school tested all athletes before the season...just in case of such a situation. He will be fine and is looking forward to baseball season now...he will miss his last 2 football games, but in the long run...that is a very small price to pay to make sure he is OK. He took a biology chapter test today...much to my amazement that he could think clearly enough...and got a 100%! He's going to be fine!
Now the dramatic connection to banking....
We ALL feel a little woozy, walking with a tilt, and seeing a little fuzzy right now with the battering the industry has been taking over the last several weeks....actually last several months! However, now is the time to remember that we will ALL be OK. Its time to stay aggressive...stay in the game, and know that it will all be worth the effort. We need to all go back to our "baseline" results and share them with our staff. We are still strong. We are still capable of getting a 100% on tests...those tests are just different now.
Our tests now come with comforting our customers, informing our staff's, working with the local media, and ensuring stockholders that we are, indeed, a strong industry. Just like Casey stepping up and getting a 100% on his biology test when I did not think he could, you, TOO, can step up and hit a home run for your organization.
Now is the time for marketers to be front stage and leading the bank forward. We need to be visible, communicative, and leading the charge to ensure we EXCEED the customer experience that our customer's expect. Now is the time to step up and excel...when no one thinks we can. Now is the time to make the points of difference in your market. Now is the time to runs ads and educating staff and customers alike. Now is the time to go for it...
You can be a difference maker and the extra focus and effort now will pay double dividends once the economy and market realities turn around...
Now...let's get out there and play hard!!!
Cheers!
Bruce
Today is Columbus Day and most of you are hopefully spending time with your kids, doing some early shopping for Christmas, or just enjoying the bank being closed!
I am taking today off...and enjoying every moment of it, too!
However, this past weekend was a little rough. You see my son is a 9th grader and starts on offense and defense for his High School freshman football team. On Thursday night, they had the biggest game of the year...the annual battle with our rival Centerville! He was so excited for the game...he could hardly stand it. And now he hardly remembers it...
On the 1st defensive series, he got hit in the head with a knee...and he saw stars! He didn't tell anyone and stayed in the game. Later in the 1st quarter, he hit helmet to helmet with a running back (great tackle) but rung his bell again! Watching him in the stands, I could tell he looked a little woozy, but I thought the trainers are right there...they will say something is he is too bad!
Well...after the game (we lost 48-30) he walked off the field and I met him at the gate...he walked with a tilt and had glassy eyes! No one ever said anything...and he was obviously not thinking clearly! He played the whole game with a severe concussion!
He is on the track to clearing the cobwebs and is in on "brain rest"....(sounds like what I need!) and will be OK. It just will take some time to get back to his baseline, which we know because the school tested all athletes before the season...just in case of such a situation. He will be fine and is looking forward to baseball season now...he will miss his last 2 football games, but in the long run...that is a very small price to pay to make sure he is OK. He took a biology chapter test today...much to my amazement that he could think clearly enough...and got a 100%! He's going to be fine!
Now the dramatic connection to banking....
We ALL feel a little woozy, walking with a tilt, and seeing a little fuzzy right now with the battering the industry has been taking over the last several weeks....actually last several months! However, now is the time to remember that we will ALL be OK. Its time to stay aggressive...stay in the game, and know that it will all be worth the effort. We need to all go back to our "baseline" results and share them with our staff. We are still strong. We are still capable of getting a 100% on tests...those tests are just different now.
Our tests now come with comforting our customers, informing our staff's, working with the local media, and ensuring stockholders that we are, indeed, a strong industry. Just like Casey stepping up and getting a 100% on his biology test when I did not think he could, you, TOO, can step up and hit a home run for your organization.
Now is the time for marketers to be front stage and leading the bank forward. We need to be visible, communicative, and leading the charge to ensure we EXCEED the customer experience that our customer's expect. Now is the time to step up and excel...when no one thinks we can. Now is the time to make the points of difference in your market. Now is the time to runs ads and educating staff and customers alike. Now is the time to go for it...
You can be a difference maker and the extra focus and effort now will pay double dividends once the economy and market realities turn around...
Now...let's get out there and play hard!!!
Cheers!
Bruce
How do I actually use Analytics to optimize AdWords?
Google Analytics is full of insights that can benefit your AdWords account, and your business. To help you make the most of this information, we've started an introductory video series called “Google Analytics in 60 Seconds.” The first two videos explain two easy ways to refine your targeting. You can find them below and as part of the Google Analytics Conversion University playlist.
Location, Location, Location
Now, you no longer are flying blind when you target your campaign by location in AdWords. Use the Map Overlay report and location data within Analytics to see, geographically, where your visitors are coming from – or where they aren’t coming from. You can then use this information to refine your AdWords marketing with location-targeted campaigns to build your business.
Note: You can also use the recently launched Geographic Performance report within AdWords to see similar information, but it currently does not have a visual component nor includes some of the metrics available in Analytics, such as time on site and bounce rate.
Improve Your Placement Targeting
The Google content network is the largest contextual advertising network in the world, comprised of high-quality websites, news pages, and blogs that partner with Google to display targeted AdWords ads. And within AdWords, you can hand-pick which sites you'd like your ads to run on by creating a placement-targeted campaign. But how do you know which sites to pick? If you knew which sites were already sending you high value traffic, why not run your ads on these sites? This video will show you how to use Google Analytics to identify the best sites by using the Referring Sites report.
More to come!
There are a number of easy and effective ways to use Google Analytics with AdWords – whether you want to identify the best keywords, save money on bidding, expand your business or refine your campaigns – and we’ll post more of these videos soon!
Location, Location, Location
Now, you no longer are flying blind when you target your campaign by location in AdWords. Use the Map Overlay report and location data within Analytics to see, geographically, where your visitors are coming from – or where they aren’t coming from. You can then use this information to refine your AdWords marketing with location-targeted campaigns to build your business.
Note: You can also use the recently launched Geographic Performance report within AdWords to see similar information, but it currently does not have a visual component nor includes some of the metrics available in Analytics, such as time on site and bounce rate.
Improve Your Placement Targeting
The Google content network is the largest contextual advertising network in the world, comprised of high-quality websites, news pages, and blogs that partner with Google to display targeted AdWords ads. And within AdWords, you can hand-pick which sites you'd like your ads to run on by creating a placement-targeted campaign. But how do you know which sites to pick? If you knew which sites were already sending you high value traffic, why not run your ads on these sites? This video will show you how to use Google Analytics to identify the best sites by using the Referring Sites report.
More to come!
There are a number of easy and effective ways to use Google Analytics with AdWords – whether you want to identify the best keywords, save money on bidding, expand your business or refine your campaigns – and we’ll post more of these videos soon!
AdWords Conversion Optimizer Expands Eligibility
We're excited to announce that the Conversion Optimizer is now available to many more campaigns. Any campaign using AdWords Conversion Tracking with at least 50 conversions in the last 30 days is now eligible to use the Conversion Optimizer. Additionally, thanks to improved technology, the Conversion Optimizer now delivers better performance overall.
The Conversion Optimizer uses your conversion tracking data to get you more conversions at a lower cost. It achieves this by optimizing your placement in each ad auction to avoid unprofitable clicks and get you as many profitable clicks as possible.
You might already follow a similar strategy by bidding higher for keywords that convert more often and lower for keywords that convert less often. But the Conversion Optimizer can adjust your ad's placement based on many other factors, including the keyword's broad match query, the user's location, and the conversion rates of Google's search and content partner sites.
These extra adjustments enable many advertisers to achieve double-digit percentage increases in conversions, while paying the same price or less for each conversion.
Check out the AdWords Conversion Optimizer page to get started or to learn more about the Conversion Optimizer.
Friday, October 10, 2008
AdWords system maintenance on October 11th
On Saturday, October 11th, 2008 the AdWords system will be unavailable from approximately 10 a.m. to 2 p.m. PDT, for maintenance. While you won't be able to sign in to your accounts during this time, your campaigns will continue to run as usual.
AdWords system maintenance typically occurs on the second Saturday of each month from 10 a.m. to 2 p.m. PDT.
We'll continue to update you via the blog as we always have, but please make note of the October 11th date and our scheduled maintenance further down the road.
Thursday, October 9, 2008
Retailer tips and tools for maximizing holiday sales
Many of our retail advertisers are busy preparing their stores for the busiest shopping season of the year, so we've compiled some tips and tools that can help you optimize your ad campaigns, marketing channels, and website.
Here's an example tip you'll find: specifically mentioning any special holiday promotions you are running in your ad text drives additional interest from consumers. Clear and compelling ads with season-specific text is a good way to generate more clicks.
As for tools, Google has several offerings that retailers can use to help drive additional traffic and sales this holiday season such as Google Product Search, which allows shoppers to search for and find things they want to buy online. You can use Product Search to promote your goods and drive holiday traffic to your store for free.
With the holidays just around the corner, now is a good time to make sure that your site is in the best shape for maximizing your traffic and revenue. Please visit the Holiday tips page for more information, and remember - it's never too early to start preparing for the season.
Update: Corrected tips page link. As a reminder, Google Checkout is currently available only to merchants in the US and UK, and Google Product Search is currently available only to merchants in the US, UK, and Germany.
Here's an example tip you'll find: specifically mentioning any special holiday promotions you are running in your ad text drives additional interest from consumers. Clear and compelling ads with season-specific text is a good way to generate more clicks.
As for tools, Google has several offerings that retailers can use to help drive additional traffic and sales this holiday season such as Google Product Search, which allows shoppers to search for and find things they want to buy online. You can use Product Search to promote your goods and drive holiday traffic to your store for free.
With the holidays just around the corner, now is a good time to make sure that your site is in the best shape for maximizing your traffic and revenue. Please visit the Holiday tips page for more information, and remember - it's never too early to start preparing for the season.
Update: Corrected tips page link. As a reminder, Google Checkout is currently available only to merchants in the US and UK, and Google Product Search is currently available only to merchants in the US, UK, and Germany.
Wednesday, October 8, 2008
AdWords Editor 6.5 for Windows and Mac
On Tuesday, we released version 6.5 of AdWords Editor. This release includes several features to help you navigate and manage your account, such as a new Keyword Opportunities tool, horizontal scrolling in the data view, and auto-sizing columns. You can learn more about these and other new features in the release notes.
If you're already using AdWords Editor, you'll be prompted to upgrade automatically. This update won't require you to re-download your account, and it won't affect your comments and unposted changes. When prompted simply choose the 'Update without Backup' option. Then, after you upgrade, your account will already be in the new version of AdWords Editor.
If you're not already using AdWords Editor, you can visit our website and click 'Download AdWords Editor.' To learn more about the benefits of using AdWords Editor to manage your ad campaigns offline, please refer to these frequently asked questions. Also, comprehensive instructions and tips are available in our Help Center.
Why are we loyal?
My office is located about 2 miles closer to the FedEx Store than to the UPS Store. I also don't have to contend with stoplights and traffic when I go to the FedEx store. It's made me faithful to them for no reason other than a couple selfish conveniences.
Recently, I was trying to ship two amazing Eric Wahl paintings that were created live at the ABA Marketing Conference in Denver. The canvases were HUGE!!! I went to the FedEx Store and asked to buy a box. Their box was custom made to fit the dimensions of my artwork (wish I could actually take credit for them!) and a fragile stamp would be put on the exterior of the boxes. It all sounded great...customized boxes...handled with care...just what I wanted! Then the hammer fell. It would be $20 per sheet and each painting would take anywhere from 3-5 sheets. That's $100 a box! YIKES. I asked about alternatives, here's the response I got:
Imagine my excitement! That was exceptional customer service. Until I showed up at Aaron's Framing place and was told by the store manager that not only do they not have boxes, they don't even keep the boxes frames were shipped to them in. Oh, and they also send all of their clients to the UPS store. UGH!
So, I went to the UPS store holding out little hope of finding a box. And then it happened. The nice woman said that not only do they have the box for me, but they have boxes specifically made for artwork and they will wrap the paintings in plastic (in case it rains where they are delivered) and make sure they arrive in one piece.
It was amazing. And the icing on the cake came when the clerk (Mary) said, "here, take my card, next time you have a shipping challenge like this, just give me a buzz and I can help you out before you drive all over town looking for shipping materials."
From now on, I will drive 2 extra miles through stoplights and traffic to get assistance from Mary. Mary is my shipping expert.
I don't need to spell out how this relates. But to keep you thinking in this marketplace, how many of the big-banks are in your marketplace? Do you think their customer service reps are happy? Do you think they hand out business cards and tell customer to call them next time they have a problem? NO WAY! They can't even guarantee their doors will be opened tomorrow.
This is your opportunity to capitalize on a tremendous opportunity. A guarantee to your customers that you are the expert and you will be there next time they need help. And all you need is a business card and a smile. It doesn't get any better than that!
Be extraordinary today!
Jenna
Recently, I was trying to ship two amazing Eric Wahl paintings that were created live at the ABA Marketing Conference in Denver. The canvases were HUGE!!! I went to the FedEx Store and asked to buy a box. Their box was custom made to fit the dimensions of my artwork (wish I could actually take credit for them!) and a fragile stamp would be put on the exterior of the boxes. It all sounded great...customized boxes...handled with care...just what I wanted! Then the hammer fell. It would be $20 per sheet and each painting would take anywhere from 3-5 sheets. That's $100 a box! YIKES. I asked about alternatives, here's the response I got:
"There's an art and framing store over off of 120th called Aaron's Framing something-or-other. I send my clients there because you can get boxes for a lot cheaper than you can get them here. I will hold on to your shipping labels for you so that when you bring them back in the boxes from Aaron's, you won't have to fill everything out again."
Imagine my excitement! That was exceptional customer service. Until I showed up at Aaron's Framing place and was told by the store manager that not only do they not have boxes, they don't even keep the boxes frames were shipped to them in. Oh, and they also send all of their clients to the UPS store. UGH!
So, I went to the UPS store holding out little hope of finding a box. And then it happened. The nice woman said that not only do they have the box for me, but they have boxes specifically made for artwork and they will wrap the paintings in plastic (in case it rains where they are delivered) and make sure they arrive in one piece.
It was amazing. And the icing on the cake came when the clerk (Mary) said, "here, take my card, next time you have a shipping challenge like this, just give me a buzz and I can help you out before you drive all over town looking for shipping materials."
From now on, I will drive 2 extra miles through stoplights and traffic to get assistance from Mary. Mary is my shipping expert.
I don't need to spell out how this relates. But to keep you thinking in this marketplace, how many of the big-banks are in your marketplace? Do you think their customer service reps are happy? Do you think they hand out business cards and tell customer to call them next time they have a problem? NO WAY! They can't even guarantee their doors will be opened tomorrow.
This is your opportunity to capitalize on a tremendous opportunity. A guarantee to your customers that you are the expert and you will be there next time they need help. And all you need is a business card and a smile. It doesn't get any better than that!
Be extraordinary today!
Jenna
Monday, October 6, 2008
Google Analytics Seminars for Success is coming to a city near you
Take your pick from New York, Phoenix, Columbus, Los Angeles, Seattle, Las Vegas and San Jose! These are full day seminars chock full of information on "how it works" and "how to make it work" for your website. This course is ideal for marketers, web designers, web analysts and anyone who wants to improve their business online.
Analytics Seminars for Success are brought to you by Google authorized Seminar Leaders. These guys eat, live & breath Google Analytics! Hundreds of satisfied people have attended so far. You can attend the Intro day or the Advanced day... or both!
Course materials will be provided to all that attend and you even get a $50 AdWords credit for each session.
So, if you want to improve how you are using Google Analytics, come to one of the upcoming trainings:
Analytics Seminars for Success are brought to you by Google authorized Seminar Leaders. These guys eat, live & breath Google Analytics! Hundreds of satisfied people have attended so far. You can attend the Intro day or the Advanced day... or both!
Course materials will be provided to all that attend and you even get a $50 AdWords credit for each session.
So, if you want to improve how you are using Google Analytics, come to one of the upcoming trainings:
- New York City - Oct 9, 10 - Register
- Phoenix, Arizona - Oct 13, 14 - Register
- Columbus, Ohio - Oct 22, 23 - Register
- Los Angeles, CA - Nov 5, 6 - Register
- Seattle, WA - Dec 8, 9 - Register
- Las Vegas, NV - Jan 21, 22 - Register
- San Jose, CA - Feb 9, 10 - Register
Take your pick from New York, Phoenix, Columbus, Los Angeles, Seattle, Las Vegas and San Jose! These are full day seminars chock full of information on "how it works" and "how to make it work" for your website. This course is ideal for marketers, web designers, web analysts and anyone who wants to improve their business online.Analytics Seminars for Success are brought to you by Google authorized Seminar Leaders. These guys eat, live & breath Google Analytics! Hundreds of satisfied people have attended so far. You can attend the Intro day or the Advanced day... or both!Course materials will be provided to all that attend and you even get a $50 AdWords credit for each session.So,if you want to improve how you are using Google Analytics, come to one of the upcoming trainings:
New York City - Oct 9, 10 - Register
Phoenix, Arizona - Oct 13, 14 - Register
Columbus, Ohio - Oct 22, 23 - Register
Los Angeles, CA - Nov 5, 6 - Register
Seattle, WA - Dec 8, 9 - Register
Las Vegas, NV - Jan 21, 22 - Register
San Jose, CA - Feb 9, 10 - RegisterLearn more about the topics covered and a full calendar of our sessions at the Analytics and AdWords Seminars for Success page.
Friday, October 3, 2008
Assumptions... the greatest form of evil??
Okay, there are instances where things are rather obvious. If you see someone in your office walking down the hall with a newspaper tucked under their arm you have a fairly good idea where they just came from. And you probably want to avoid shaking their hand. But not all assumptions are as obvious.
There are these two young fish swimming along, and they happen to meet an older fish swimming the other way, who nods at them and says, “Morning, boys, how’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes, “What the hell is water?”
(If at this moment, you’re worried that I plan to present myself here as the wise old fish, please don’t be. I am not the wise old fish...just a guy with good eyesight and marketing vision!)
The immediate point of the fish story is that the most obvious, ubiquitous, important realities are often the ones that are overlooked in everyday life and business.
Sometimes, as employees that serve the public, we fail to remember that we are exactly like our customers before we come through the office door. You have high demands and expectations, too! The coffee we pick up on the way to the office had better be perfect. The dry cleaning must be perfectly pressed. And your financial planner had better be devising a long-term plan that is in your best interest.
And then, in the case of some bankers, something happens when we take our positions behind the teller desk or on the other end of the phone. Too often, we make assumptions about what is on our customers’ minds and what it is that might provide the most relevant solution to their most pressing problems. Too often, the conversation at the point of sale is dominated by what is in the best interest of the bank.
Sometimes the solution is simply to put yourself in the customers’ shoes, ask the right questions and exceed those same expectations that you demanded before you walked through the office door. By asking, “how’s the water?”, you might be surprised by the amount of information that your customer or prospect is willing to tell you.
For me, its about alinging marketing with sales, our actions with our customers and our banks with our marketplace...
I am pleased to be joining MarketMatch and you can look forward to many more thoughts and anecdotes through our Blog in the coming weeks and months.
Cheers!
Nick Vaglio
There are these two young fish swimming along, and they happen to meet an older fish swimming the other way, who nods at them and says, “Morning, boys, how’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes, “What the hell is water?”
(If at this moment, you’re worried that I plan to present myself here as the wise old fish, please don’t be. I am not the wise old fish...just a guy with good eyesight and marketing vision!)
The immediate point of the fish story is that the most obvious, ubiquitous, important realities are often the ones that are overlooked in everyday life and business.
Sometimes, as employees that serve the public, we fail to remember that we are exactly like our customers before we come through the office door. You have high demands and expectations, too! The coffee we pick up on the way to the office had better be perfect. The dry cleaning must be perfectly pressed. And your financial planner had better be devising a long-term plan that is in your best interest.
And then, in the case of some bankers, something happens when we take our positions behind the teller desk or on the other end of the phone. Too often, we make assumptions about what is on our customers’ minds and what it is that might provide the most relevant solution to their most pressing problems. Too often, the conversation at the point of sale is dominated by what is in the best interest of the bank.
Sometimes the solution is simply to put yourself in the customers’ shoes, ask the right questions and exceed those same expectations that you demanded before you walked through the office door. By asking, “how’s the water?”, you might be surprised by the amount of information that your customer or prospect is willing to tell you.
For me, its about alinging marketing with sales, our actions with our customers and our banks with our marketplace...
I am pleased to be joining MarketMatch and you can look forward to many more thoughts and anecdotes through our Blog in the coming weeks and months.
Cheers!
Nick Vaglio
Thursday, October 2, 2008
Carpe Diem
Carpe diem. Seize the day.
Today is an historic day. Not just in American history but in the world of banking. With all of the buyouts, mergers, acquisitions and failures making the news today, your customers are scared. They are scared because they don't understand.
Again, carpe diem! You have the opportunity to help your customers not only understand that you aren't going anywhere but that you can help them get ahead of the curve.
Many of you are reading this blog from small-town America. A place where when your neighbors say they are going to "the bank," everyone knows they mean you. Sure you have competition, but you also have loyal customers. Customers who don't say it out loud, but are secretly worried that their bank will be gobbled up "just like the rest of them have." What they aren't understanding is that you are here to stay. You didn't dabble with sub-prime lending. You haven't over extended credit. You are safe and sound.
Now is your chance to put your customers' minds at ease. Don't do it in a letter or a statement stuffer. Talk to them. Write an article for your local newspaper. Do something charitable that will say to everyone "We are here to stay. You are our family and we love you and we aren't going anywhere."
You have a tremendous opportunity in front of you. Not only for maximizing existing relationships but for capturing new customers. Those customers of the bank down the road who haven't been told that the doors will still be opened tomorrow and they will not be selling out in the foreseeable future.
When you communicate your safety and soundness, your community will listen...and respond.
Carpe diem,
Jenna
Today is an historic day. Not just in American history but in the world of banking. With all of the buyouts, mergers, acquisitions and failures making the news today, your customers are scared. They are scared because they don't understand.
Again, carpe diem! You have the opportunity to help your customers not only understand that you aren't going anywhere but that you can help them get ahead of the curve.
Many of you are reading this blog from small-town America. A place where when your neighbors say they are going to "the bank," everyone knows they mean you. Sure you have competition, but you also have loyal customers. Customers who don't say it out loud, but are secretly worried that their bank will be gobbled up "just like the rest of them have." What they aren't understanding is that you are here to stay. You didn't dabble with sub-prime lending. You haven't over extended credit. You are safe and sound.
Now is your chance to put your customers' minds at ease. Don't do it in a letter or a statement stuffer. Talk to them. Write an article for your local newspaper. Do something charitable that will say to everyone "We are here to stay. You are our family and we love you and we aren't going anywhere."
You have a tremendous opportunity in front of you. Not only for maximizing existing relationships but for capturing new customers. Those customers of the bank down the road who haven't been told that the doors will still be opened tomorrow and they will not be selling out in the foreseeable future.
When you communicate your safety and soundness, your community will listen...and respond.
Carpe diem,
Jenna
Wednesday, October 1, 2008
(Ad)Word of the Day: Landing Page
An active webpage where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.'Your landing pages are most effective when they are consistent with your ads. For example, if your ad is for a specific product at a certain price, both the product and the pricing should be featured prominently on your landing page.
If you're not sure what landing page design works best with your customers, you can use Google Website Optimizer to try different pages to find the most effective one.
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